Kaufland Expands Marketplace to Spain and the Netherlands
19 June 2026
By John Fallon – Director of eCommerce
Kaufland announced last week that its marketplace is launching in Spain and the Netherlands by the end of summer. That brings them to nine countries and makes it the largest marketplace network of European origin.
I’ve been thinking about whether this actually works for them, given we sell across most of these channels at Luzern.
The seller pitch is solid.
One registration, nine countries, central catalogue, local payments like Bizum and iDEAL, local-language customer service. If you’re already on Kaufland.de you can switch the new markets on for almost no extra work. That’s how they’ll build supply fast.
The growth numbers from their recent launches give the announcement weight. Austria is up 439% on 2024, Poland up 322%. They’re framing the whole thing as the European answer to Amazon, Temu and AliExpress, which plays well with regulators and the slice of shoppers who actually care about EU data protection and product safety.
Here’s where I get less sure.
In Germany, Czechia, Slovakia, Austria and Poland, Kaufland has hypermarkets. People know the brand and the marketplace rides on that recognition.
In Spain and the Netherlands they have no stores at all.
The Schwarz Group owns Lidl in both markets but Lidl and Kaufland aren’t the same brand in consumers’ heads. They’re starting from zero.
The competition is a different league too.
Bol owns the Netherlands. 86 million monthly visitors, outperforming Amazon thanks to its local brand and tailored services for Dutch and Flemish consumers. (Waredock)
Amazon.nl is now mandatory for Pan-EU FBA which is pulling even more cross-border volume into Amazon’s orbit.
Spain is just as crowded with Amazon, AliExpress, El Corte Inglés, PcComponentes, Leroy Merlin and ManoMano all fighting for share.
Delivery is another issue.
Seller-fulfilled in 2 to 7 days isn’t going to win at checkout against Bol Select or Prime.
My guess:
GMV will grow in both markets because the seller-side flywheel is too easy to spin up not to.
But 24 months out I’d put Kaufland well behind Bol and Amazon in the Netherlands, and behind Amazon, AliExpress and El Corte Inglés in Spain.
A useful number 4 or 5 channel for sellers, not a top destination for consumers.
That said, listing cost is low and getting in before the marketing push kicks off is where the early Buy Box wins live. Worth switching on for any brand already on Kaufland.de.